Ben Goldacre: 'The story follows a standard template which they clearly now teach as valid in all journalism schools: a food contains a chemical, the chemical does something in a dish on a lab bench, therefore the food kills cancer in people. Or rather, red wine contains resveratrol: this chemical has been found to increase the activity of an enzyme called quinone reductase, which converts a derivative of oestrogen back to oestrogen, and that derivative can damage DNA, and damaging DNA causes mutations, and mutations cause cancer, so therefore, in the world of journalists, red wine prevents breast cancer in people.

'This is a phenomena sic we might call "data mist": where someone gets one piece of research information lodged in their imagination and suddenly, for them, it explains the entirety of medicine.'